2010 Winners & Shortlists

Results and Effectiveness

284,000 recipes were downloaded on the Bluetooth mobile phones within three weeks. Volume sales doubled in Ramadan 2009 vs. the average monthly sales (source: Bel Middle East) 10 points above the average Kiri volume market share (source: Bel Middle East) +25% sales over Ramadan 2008 (source: Bel Middle East) 6 points jump on volume market share over Ramadan 2008 (source: Bel Middle East) 2nd highest ad awareness within the cheese category (source: Millward Brown) Lastly, Kiri ME Ramadan campaign also got nominated to the Oscars of Bel International.

Creative Execution

We took over 39 malls across Riyadh, Jeddah, Dammam/ Khobar & Qassim/ Ihsaa, some of them being exclusive women malls and placed 76 Bluetooth access points on Kiri branded display units which were strategically placed at high traffic areas. Cooking recipes were beamed across to Bluetooth activated mobiles two weeks prior to exploit the pre-Ramadan shopping period. A media first for the category in the region.

Insights, Strategy and the Idea

Ramadan is the Islamic month where Muslims fast from dawn to dusk. Families getting together for dinner is common practice amongst Arabs. Ramadan provides an ideal platform for Saudi housewives to shine, who are otherwise bored with routine. Organizing large dinners and sourcing out cooking recipes is a challenging task but they take pride in pleasing families and friends. Food brands try their best to capitalize this eating occasion as Ramadan contributes to almost 40% of their annual sales. Challenge was to maintain category leadership and increase sales by 10% over last Ramadan by engaging them in their time-out moments. Due to Saudi's restrictive culture, shopping malls provide Saudi women an avenue for them to be “themselves” with their girlfriends. With mobile penetration exceeding 100% and technology's influential growth, women use Bluetooth phones for interaction and communication even with men! Our idea was to make Kiri part of their conversations.